Community Involvement | Blue Cross & Blue Shield of Rhode Island
Holiday parties at Blue Cross & Blue Shield of Rhode Island look very different than most company gatherings.
In lieu of DJs, fancy dinners and speeches, the nonprofit’s executives and senior-level leaders roll up their sleeves, and help make and serve dinner at Crossroads Rhode Island’s women’s shelter in Providence. This has been the case for the past eight years, and is one of the many ways Blue Cross supports charities in the communities it serves.
The fact that this health insurance company of 800 employees operates independently from its national association allows it to tailor its community programs, charity fundraising, volunteering initiatives and local involvement. Serving more than 400,000 members, it has the power of a national brand behind it, says Carolyn Belisle, managing director of Blue Cross community relations – but remains nimble in serving the community.
“Our company is large enough to make a meaningful difference but small enough to do innovative things … in the position to help shape new ideas that can benefit people across Rhode Island,” she said.
This innovation includes a multilevel approach to community service.
Not only does the health insurer support its leaders volunteering, it works to create opportunities for employees to volunteer for causes important to them, and to become leaders themselves within nonprofits dear to their hearts.
In what is perhaps its annual, centerpiece event – Blue Across RI – the company creates momentum around a day of service all its own. It coordinates employee volunteers with local nonprofits representing diverse missions who have requested a helping hand. The projects may include painting, yardwork, cleaning or digging for groups such as the Kent County YMCA, the March of Dimes in Providence or Foster’s Dare to Dream Ranch, for example. Blue Across RI began six years ago, said Belisle.
“It’s a logistical masterpiece,” said Jill Flaxington, public relations specialist at Blue Cross, of Blue Across RI. “The thought that goes into this on Carolyn’s end is just unbelievable.” In addition to connecting projects with volunteers, rain dates need to be planned for each job, for example, at 10 to 13 project sites.
“We’re all over the state, with different missions, different kinds of support … it’s best if possible to find something that speaks to each of our colleagues,” said Belisle.
Since the office is open on Blue Across RI day, accommodations are required so employees at the headquarters can participate. Meal-package assemblies can be done on-site. The project comes through a partner of United Way of Rhode Island to Blue Cross, said Belisle. “It’s an organization that deals with global hunger, but we ask them to work with some local distributors,” customizing the experience to make it as community oriented as possible.
Another way Blue Cross serves as a conduit between its employees – or “Blue Angel volunteers” – and charities is paid time off for community service. The company’s own partnerships and alliances with other nonprofits keep the channels of communication open on new opportunities.
Beyond volunteerism, employee board service is encouraged and arranged. On-site workshops educate employees about what is involved in making a commitment to serve on a local board of directors.
“We work with the Rhode Island Foundation team to do board referrals,” she said, which involves exploring what an employee is interested in and how much time they can commit, “the nuances for a meaningful board referral. They get back to us with what might be a good fit.” It takes the legwork out of finding that successful match with a new board member and nonprofit in need, Belisle said, with a good match ensuring a more positive experience all around.
In 2016, Blue Cross supported 215 nonprofits with in-kind donations, volunteer hours or contributions, according to its website. More than 8,000 volunteer hours were logged, with $128,385 in fundraising. And it isn’t just charities that benefit.
“It’s amazing for employee morale,” said Flaxington. “I’ve never felt so valued, impactful and connected to friends and neighbors across the state.” n